When your business sends out an email, you want to be sure that people open and read it, along with clicking a link or taking any other action that’s covered in the email. While that seems like a relatively simple objective, many businesses underestimate just how many issues can get in the way of accomplishing it.

One of the most common stumbling blocks is emails that aren’t optimized for mobile devices. Because people generally have their phones with them all day long, there’s a good chance that they will open the emails you send to them on it.

Although smartphones have come a long way in a fairly short amount of time, their smaller screen size means they still have limitations that aren’t present on laptops or desktops. So if you want to be sure that prospects or customers are able to properly engage with your emails even when they’re looking at them on a screen that’s just a few inches in size, here are the guidelines you need to follow:

1. Experiment with Different Sending Frequencies

With the exception of a few segments like large retailers, most businesses don’t email their list often enough. This is because businesses are worried about “annoying” their subscribers. However, the reason people give businesses their email address is they want to hear from them. So as long as you’re providing value, people aren’t going to mind hearing from you. In terms of the exact frequency, it can vary a lot by industry and type of email, which is why your best bet is experiment to see what drives optimal engagement.

2. Try to Personalize

Personalizing marketing emails doesn’t simply mean inserting someone’s name into the subject line or greeting. Personalization should also be used to ensure people only get emails that are truly relevant to them. Businesses can utilize that type of personalization by segmenting their list. Doing so will make subscribers much more likely to engage with the emails they receive.

3. Check Outgoing Links for Mobile Friendliness

Whether it’s a blog post, landing page or other destination, there’s a good chance you’ll include at least one link in the next email you send out. Before sending anyone to a URL, be sure to check it on a mobile device. This will allow you to ensure that anyone who clicks it from their phone will have a good experience instead of getting frustrated by an issue like how long it takes for the page to load.

If you’re going to be using email marketing because you’re launching a new business, be sure to take a look at this special offer that’s currently available from Global IntelliSystems!